There was a mad rush to secure housing in advance, and exhibitors weren’t staying within the room block. MCI USA streamlined the process for opening housing for the next year at the current show and rewarded current show attendees for advanced booking. We segmented hotels into two tiers, allowing exhibitors to book half of their rooms in Tier A and the remainder in Tier B, and personalized the show’s outreach to exhibitors by checking in with them on the show floor — and acting as the single point of contact for the largest exhibitors.


Results:

  • The exhibitor reservation rate grew from 33% to 66%.
  • The largest exhibitors no longer claim all of the closest hotels.
  • Most housing poachers were shut down.